Blended CAC
Weighted average customer acquisition cost across ALL acquisition channels (Meta, Google, referral, SEO, email, etc.), divided by total new customers.
Blended CAC is the true metric to pilot in 2026, vs. per-channel CAC (Meta CAC, Google CAC) which is increasingly biased by iOS 17+ tracking limitations. Formula: Total marketing spend ÷ New customers. Includes paid media, referral/loyalty platform costs, marketing team costs, tools.
The gap between per-channel CAC and blended CAC can be significant at Meta-dependent brands: Meta 'attributes' sales that would have happened organically, artificially inflating per-channel ROAS. A geo-lift test (cutting Meta on 20% of geo for 4 weeks) reveals true incrementality, often well below what the pixel claims.
Shifting from 'Meta CAC' to 'blended CAC' piloting helps identify paid media spend that pays for conversions you'd have gotten for free via organic/referral — and reallocate that budget, not necessarily at the expense of volume.
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